Crafting an air of sophistication and elegance that feels luxurious yet accessible for e-commerce.
Petite Jolie is a fashion brand that inspires confidence and self-esteem in millions of women around the world every day. Although its headquarters is in Campo Bom, RS, Brazil, its mission and purpose resonate globally.
When we began the project, the client presented us with a challenge: many people mistakenly identified them as a child fashion brand due to their colorful visual identity and products. To address this issue, we needed to adapt the navigation and layout of their e-commerce site to appeal to a more mature audience while still retaining their younger consumers.
This became my primary objective as a UX/UI designer and leader of the design team for this project.
We chose to design the website with elements that convey elegance and luxury, but ensuring that users do not perceive the products as unaffordable.
The brand's guiding principle is to "inspire and color with every pass." With this in mind, we aimed to balance between neutrality and vibrancy, ensuring that the principle remains intact.
To achieve this, the color selection was a meticulous process, guaranteeing that they would highlight the users' main actions, ease their journey, and craft a product desire.
The neutral colors were an ally to make the navigation more comfortable, elegant, and practical.
